1.5X MROI
How MMM helped a CPG giant get 1.5X MROI by identifying Covid impact accurately
Problem:
The client, a CPG giant, wanted to understand the right marketing mix when Covid-19 hit. They wanted to re-evaluate which marketing efforts were driving sales.
Solution:
- An econometric based, MMM was implemented which quantified the impact of various marketing investments which the client made.
- The model was able to segregate yearly contributions for pre-covid period and covid period and analyse in depth which marketing activities worked pre-covid and which marketing activities worked during covid.
Impact
Lift in Sales observed โ 7%
Increase in MROI โ 1.5X
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